Endemol Globo hires agency for Brazil operation

May 08, 2003
by Marcelo Cajueiro

Endemol Globo SA, the joint venture between the Netherlands-headquartered TV production company Endemol, and Brazil's leading broadcast network TV Globo, has hired Art Presse to take care of its PR in Brazil.

Domingos Zaparolli will head the agency team in charge of the account, reporting to Endemol Globo's managing director Carla Affonso. Adriana Perobelli and Juliana Calixto will also work on the account.

Art Presse will provide media relation services and is working on a

strategic communications plan for the company, which will be

implemented within the next months.

'There is a great deal of misunderstanding about Endemol Globo's TV

formats,' said Ricardo Braga, Art Presse's controller and general director.

'We plan to hold lectures and discussion panels on new TV formats in

universities and schools in Rio and Sao Paulo.'

Endemol Globo was created in August 2001 and has produced a number of reality shows and games shows in Brazil. TV Globo airs the customized versions of the shows, which have achieved high ratings and generated controversy.

The most popular show is Big Brother Brasil, whose third edition aired in

the January-April 2003 period. Endemol Globo has also made local versions of Fear Factor, Love Boat, Chains of Love and Operacion Triunfo. It recently opened Brazil Exhausted, an Endemol format that has not been produced anywhere else.

Founded in 1985, Art Presse has a strong portfolio of media accounts,

including Brazil's leading pay-TV satellite operator Sky Brazil and the